Guinness Expands Football Sponsorships with Bristol City Women and Premier League Deals

Guinness has significantly increased its presence in football, building on its long-standing association with rugby, through a series of strategic partnerships. This includes a sponsorship deal with Bristol City Women, featuring the Guinness 0.0 branding on their shirts, and a broader commitment to the Premier League.

Return to Football After Four Decades

The partnership with Bristol City marks Guinness’s return to sponsoring an English soccer team after a 40-year hiatus, following a previous sponsorship with Queens Park Rangers during the 1986/87 season.^Sofascore This move is part of a larger strategy to become the most-consumed drink during sports-watching occasions.

Premier League Investment and Portfolio Growth

In 2024, Guinness committed approximately £52 million to become the official beer and non-alcoholic beer of the Premier League globally.^Sofascore Beyond the Premier League and Bristol City, Guinness has also secured partnerships with Arsenal, Aston Villa, and Newcastle United, providing national reach and access to stadium inventory.

Strategic Approach to Sponsorships

Jamie Brooks, Guinness’s sports partnerships lead, emphasizes a selective approach to sponsorships, prioritizing quality over quantity. The brand aims to make a significant impact through its partnerships, investing time and resources to ensure success rather than spreading itself too thin.^Sofascore

Bridging Rugby and Football

While historically associated with rugby union, particularly the Six Nations, Guinness is successfully expanding into football. The brand’s growth, including becoming the UK’s most popular pint and experiencing double-digit global sales growth, has facilitated this transition.^Sofascore

Guinness 0.0 and Reaching New Audiences

A key element of Guinness’s strategy is the promotion of its 0.0 non-alcoholic beer. Diageo reports that Guinness 0.0 is the number one non-alcoholic beer in the UK and the fastest-growing in Europe.^Sofascore This product is central to reaching younger consumers and women, who represent a growing audience for the brand.

Activating Partnerships and Fan Engagement

Guinness’s approach to football sponsorships focuses on embedding the brand within matchday experiences and building emotional connections with fans. This includes large-scale global campaigns, such as the launch of its Premier League partnership with Alan Shearer, and initiatives like donating tickets from the Bristol City partnership to female-owned pubs and bars.^Sofascore

Brooks highlights the importance of contributing positively to the sport, asking, “Why would we be missed?” This drives the brand to create activations that enhance the fan experience and leave a lasting impact.